Bangkok--29 Aug--Mindshare
Mindshare releases 3-Dimensional view of consumers in Thailand from its proprietary research 3D 2012
Unveils 10 years consumer behavior after the first 3D 2002
Mindshare Thailand, the leading marketing and media network has announced today its GroupM/Mindshare proprietary research “3D 2012” which provides unique consumer segmentation based not just on demographic profiles but also attitudes and behaviors of the consumers. It also enables the creation of communications strategies that are truly focused on the brand.
Pathamawan Sathaporn, Head of Business Planning, Mindshare Thailand said “In Mindshare, we have also been keeping updated to what’s happening to Thailand year on year. Particularly for Mindshare business planning, our interests are on keeping up to date on what’s happening and truly understanding the Thai consumers.
“Some key themes we know, there are 2 million more Thais since 2002, the numbers of new-borns are decreasing, but so are the numbers of deaths. This means we are going into an ageing population. We also see that the labour force remains consistent, agriculture — farmers, fishermen take up about 2/3 of the labour force. The household sizes are also decreasing…as nuclear family is growing, and families are happening at a lower rate — marrying later and one child in the family. But our interest is not only on the demographic theme, we also look into the behavioural and attitudinal components of the Thai society. That is why we have been tracking consumers into cluster segmentations versus purely demographics.”
The social segmentation can be described in the percentage of The 8 Cluster Groups of Thai Society.
1. Image Conscious Status Seeker (22%), Distinguished from the other groups by their tendency to respond more positively to most of the statements. It is the group that has the highest growth across the years to becoming the biggest cluster today. Have a positive look in life, willing to spend and be in debt to live life fullest.
2. Disadvantaged and Indifferent (19%), it is the group that is most consistent in the past decade. This group can be characterized by their tendency to respond more negatively to most of the statements. Their attitude is closest to Thai’s cultural values of ‘sabai sabai’ that foreigners find interesting. It is one of the biggest group of Thai society in the past decade.
3. Traditionalists (9%), this oldest cluster group can be summarized as being traditional, contented, self-confident, and spiritual with a strong sense of right and wrong. It is the group that has very little changes in the past 10 years. This cluster size remains consistent as well.
4. Young Aspirers (11%), this young cluster group can be summarized as being sociable, considerate and image conscious. They are aspiring without being overly ambitious. Similar lifestyle and outlook in life to the group 10 years ago…peers an integral part of their lives. The key changes coming most from technological advancement.
5. Young Pragmatics (10%), this group comes across as being very confident, ambitious and sensible. This group is also popularly known as ‘GEN Y’
6. No-nonsense loners (8%), this stay at home cluster group comes across as very shrewd, calculative, and confident with a down-to earth no-nonsense approach to life. Group on the declining trend. Also now the smallest group of Thai society.
7. Educated Progressives (9%), this group is well educated, high income city dwellers. Very open minded, no-nonsense approach to life. They have urban dwellers lifestyle and their viewpoints towards society remains consistent. It is still a small group of Thai society.
8. Ambitious Traditionalists (12%), this shrewd group of traditionalists is image conscious, materialistic, sociable and very happy with life. They are most likely to be living in rural areas, married with children and relatively low personal and household income. This group is similar to the Traditionalists group, but slightly more confident and more positive with the modern changes happening around them. They seek for better opportunities in life. It is also remains quite consistent through the years.
As the Thai market develops, it is more often emotional qualities that differentiate brands rather than their physical attributes. The most powerful brands have associated values that set them above competitors in the minds of the people who use them most often. Understanding out consumers psyche and mapping these to the brands, can be a powerful tool.
“From 3D, our client will be able to plan more effective communications strategy as it enables the real insights into the relationships between people, brands and media, all in a single source. The future marketing communications is about the adaptation of the brand communications to consumers demand and feedback” Pathamawan concluded.
About 3D
It is a three-dimensional research that gives you real insights into the relationships between people, brands and media, all in a single source.
The FIRST dimension of 3D measures the bonding between brands and consumers. Product categories covered range from FMCG to financial services. Brand loyalty differs for high involvement versus low involvement products.
The SECOND dimension gives an in-depth understanding of people’s attitudes. Using more than 180 psychographic attitude statements, 3D divides Thais into eight distinctive groups.
The THIRD dimension is consumers’ media habits. Apart from popular media, 3D analyses communication connection points seen by the consumers from conventional media to word of mouth, sampling, brochures, press release, promoters & new tech channels e.g. SMS
A total of 2,400 individuals, aged 14-65, were recruited via random sampling to represent the total population of Thailand. Fieldwork, using a combination of face-to-face interviews and self-administered questionnaire, was undertaken by TNS Research International and software programming done via Potentiate in Australia.
More than 180 attitudinal statements, topics on lifestyles, plus communications channels beyond traditional media and a total of 34 key categories and more than 800 brands are included in this round.
3D is a global initiative now running in more than 30 countries, 13 are in Asia including Japan, China, Singapore, Malaysia, Hong Kong, Taiwan, The Philippines, Indonesia, Vietnam, Australia, India, Pakistan and Thailand.
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
For more information, please visit: www.mindshareworld.com.
GroupM, the world’s leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mindshare, Mediaedge:cia, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates.
For more information, please visit: www.groupm.com.